1. Read, read and read some more
Keeping up with industry developments and familiarising yourself with the register and style of various publications is vital, particularly when working in marketing translation. Translations in this field are often needed quickly. If you were to receive a press release to translate by the end of the day, would you instantly know what style and register to use in press releases in your target language?
2. Be consistent
A consistent brand image is essential. Make sure that you always use the same, consistent terminology for your client. Ask them for any company glossaries or termbases that they might have, or build your own.
3. Style takes priority
Marketing material should not lose any of its impact in translation. This means that a freer, more idiomatic translation approach is often more appropriate than sticking to the source text word for word.
4. Check and double-check
Revise and proofread your translations carefully. Marketing is all about making a message heard. Clumsy or awkward passages of text will hinder the reading process, meaning that the message is not conveyed or that the reader loses interest. Errors can look sloppy and reflect badly on the company’s image.
5. Be inquisitive
Curiosity is good! Ask questions to make sure that you have understood the concepts and messages that your client wants to convey. Don’t translate anything that you don’t understand! Get to know your client’s products and services, either by conducting your own research or by talking to your client directly. Understanding exactly what the text you are translating is promoting will help you to produce a smooth, quality translation.
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